Itcanbearguedthatmuchconsumerdissatisfactionwithmarketingstrategiesarisesfromaninabilitytoaimadvertisingatonlythelikelybuyersofagivenproduct.Therearethreegroupsofconsumerswhoareaffectedbythemarketingprocess.First,thereisthemarketsegment—peoplewhoneedthecommodityinquestion.Second,thereistheprogramtarget—peopleinthemarketsegmentwiththe“bestfit”characteristicsforaspecificproduct.Lotsofpeoplemayneedtrousers,butonlyafewqualifyaslikelybuyersofveryexpensivedesignertrousers.Finally,thereistheprogramaudience—allpeoplewhoareactuallyexposedtothemarketingprogramwithoutregardtowhethertheyneedorwanttheproduct Thesethreegroupsarerarelyidentical.Anexceptionoccursincaseswherecustomersforaparticularindustrialproductmaybefewandeasilyidentifiable.Suchcustomers,allsharingaparticularneed,arelikelytoformameaningfultarget,forexample,allcompanieswithaparticularapplicationoftheproductinquestion,suchashigh-speedfillersofbottlesatbreweries.Insuchcircumstances,directselling(marketingthatreachesonlytheprogramtarget)islikelytobeeconomicallyjustified,andhighlyspecializedtrademediaexisttoexposemembersoftheprogramtarget—andonlymembersoftheprogramtarget—tothemarketingprogram. Mostconsumer-goodsmarketsaresignificantlydifferent.Typically,therearemanyratherthanfewpotentialcustomers.Eachrepresentsarelativelysmallpercentageofpotentialsales.Rarelydomembersofaparticularmarketsegmentgroupthemselvesneatlyintoameaningfulprogramtarget.Therearesubstantialdifferencesamongconsumerswithsimilardemographiccharacteristics.Evenwithallthepastdecade’sadvancesininformationtechnology,directsellingofconsumergoodsisrare,andmassmarketing—amarketingapproachthataimsatawideaudience—remainstheonlyeconomicallyfeasiblemode.Unfortunately,therearefewmediathatallowthemarketertodirectamarketingprogramexclusivelytotheprogramtarget.Inevitably,peoplegetexposedtoagreatdealofmarketingforproductsinwhichtheyhavenointerestandsotheybecomeannoyed. Theauthormentions“trousers”inparagraph1mostlikelyinorderto_____.
A.make a comparison between the program target and the program audience
B.emphasize the similarities between the market segment and the program target
C.provide an example of the way three groups of consumers are affected by a marketing program
D.clarify the distinction between the market segment and the program target
正确答案是D